Branded content and entertainment in advertising : a theoretical and empirical study of creative advertising practices /: a theoretical and empirical study of creative advertising practices. (2023)

• Record Type: Book
• Further Information: Note: María Rodríguez-Rabadán Benito.
• Authors: Rodríguez-Rabadán Benito, María
• Contents: Introduction A theoretical approach to branded content Branded content in advertising communication strategies Typologies and formats of branded content Branded entertainment screenwriting. An examination of its creative writing resources and analysis of the short films produced by Estrella Damm "Vale" and "The Little Things" The influence of filmic storytelling on branded entertainment films Branded content creating process, an empirical study Professionals involved in the design, writing, and production process of Branded Entertainment Conclusions
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2023
• Extent: 1 online resource (192 pages), illustrations (black and white)
• Subjects: 658.827; Branding (Marketing); Advertising; Brand name products
• Languages: English
• ISBNs: 9781000905588; 9781000905571
• Related ISBNs: 9781032316413
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.